Unveiling the Mediating Mechanisms: How Environmental Knowledge Influences Green Apparel Purchase Behaviour

Purpose: This study investigates the relationship between environmental knowledge (EK) and green purchase behaviour (GPB), exploring the mediating roles of environmental attitude (EA), willingness to pay a premium (WTP) and green purchase intention (GPI) in the green apparel industry. Design/methodology/approach: Data from 584 urban, educated consumers in India were analysed using structural equation modelling (SEM) with bootstrapping in SPSS AMOS 24 to test the hypothesized model. Findings: Results show a significant positive relationship between EK and GPB ( b = 0.127, p <.01), with a serial mediation model demonstrating that EK influences GPB through EA, WTP and GPI (indirect effect b = 0.085, 95% CI 0.038, 0.145, p <.01, l ² = 0.12), supported by strong model fit (|²/ df = 2.70, CFI = 0.949, RMSEA = 0.054). Practical implications: These findings guide environmental stakeholders and marketers in promoting sustainable apparel consumption by communicating environmental benefits and raising consumer awareness to bridge the knowledge–attitude–behaviour (KAB) gap. Originality: This study validates and refines the KAB theory in the green apparel industry within a developing economy, addressing a critical research gap by elucidating the mediating roles of WTP and GPI in a culturally distinct context.